Starbucks, the world’s premier specialty coffee roaster and retailer, recently teamed up with SheKnows.com, a community enabling journalists to create and distribute female-focused content and programming, to focus on the launch of its new all-natural energy drink. Starbucks turned to SheKnows.com to connect with an ideal audience for its launch: the influential mom.

A product launch is a critical time to drive awareness and brand favorability—even more so when focusing the launch on a specific market. So for its part, SheKnows.com put together a custom hub for Starbucks that consisted of custom content, sponsorships, display ads and high-impact re-skins. To assess the campaign’s impact on awareness, Starbucks and SheKnows.com both wanted real-time metrics that they could both directly access and collaborate around.